...CONSUMER BEHAVIOUR Application Exercise - II Developing communication for a new brand in skin cream category Submitted to - Prof. S Ramesh Kumar Group 17 Gunjan Kumar Prashant Gutch Kartik Yeleswaram Prashant Singh 1111344 1111345 1111348 1111362 Table of Contents 1. Category and Brand Information ........................................................................................... 2 1.1 Category summary ........................................................................................................................ 2 1.2 Key Brands summary..................................................................................................................... 3 2. Category Analysis & Linkages to concepts ............................................................................. 4 3. Issues Identification ............................................................................................................... 6 4. Selection of Articles ............................................................................................................... 8 5. Addressing the issues using article ...................................................................................... 12 6. Recommendations for new brand communication ............................................................. 16 7. Process Employed ............................................................................................................... 17 8. References ..........
Words: 6601 - Pages: 27
...Media How and what is presented to us through media and advertisements affects us greatly. In his documentary “The Empathy Gap: Masculinity and the Courage to Change”, Thomas Keith suggests that we are taught to think that white and male is superior through media and advertisements. We are constantly bombarded with advertisements objectifying women. In magazines, advertisements or online, women are very rarely depicted in leadership positions, and if they are, a lot of emphasis is being placed on what they look like – their clothes, their weight, their family status. Media representation of women plays into the objectification of women. Oftentimes, models dress and take poses in which it is hard to take them seriously. “Advertising agencies continue to inundate us with a stream of sexist ads that...
Words: 610 - Pages: 3
...Why is men’s fashion photography redefining the image of the contemporary male and how does it use diverse male sexualities as a tool in advertising? The works of renowned photographers such as Hedi Slimane have a heavy impact on prevailing images of male sexualities in fashion advertising, eventually affecting the image of the ideal male in fashion. Male sexualities in high fashion photography can oscillate between the homoerotic or a dominant hetero-masculinity, thus there is usually no middle ground in fashion advertising, especially where artistic direction takes over. Such advertising targets niche “high fashion” audiences and responds to the popularization of sexual themes in other forms of advertising (and indeed wider media), whilst associating diverse sexualities with artistry. Coding in high fashion advertisements affect, but also respond intuitively to, audience sexual ideologies by deconstructing the concepts of femininity and masculinity that have undergone rapid change in our self-reflective and deconstructing postmodern world. Hedi Slimane’s penchant for androgynous men has significantly heightened popularity for thin male models in the fashion industry. His work usually incorporates explicit concepts of homo-eroticism and femininity inspiring many leading contemporary designers and photographers who saw his designs as radical and surprisingly persuasive” [1]. Indeed, Hedi’s influence on modern fashion aesthetics suggests that “designers everywhere started...
Words: 2699 - Pages: 11
...Abstract: This study attempts to investigate the representation of masculinity in the printed advertisement of Mens Biore Double Scrub. All phenomena in the advertisement are described. To present more analytical description, the signs found in the advertisement are analyzed based on Barthes’ orders of signification. Besides that, this study also employs Kress and Van Leeuwen’s method of reading images and intertextual analysis in order to obtain more comprehensive analysis. The result of this study shows that Mens Biore Double Scrub advertisement represents two different concepts of masculinity. The first one is the traditional concept of masculinity. The second one is the new concept of masculinity offered by the advertisement. Generally, words that are used to represent both concepts of masculinity are power, confidence, aggressiveness, competition, challenge, and bravery. The connotative signified success, financial independence, and physical attractiveness are emphasized to change the concept of traditional masculinity to be in line with the company’s need. Keywords: advertisement, semiotics, masculinity Abstrak: Penelitian ini berupaya untuk menganalisa representasi maskulinitas dalam iklan cetak Mens Biore Double Scrub. Seluruh fenomena dalam iklan tersebut dideskripsikan. Untuk menyajikan deskripsi yang analitis, tanda-tanda yang ditemukan dalam iklan tersebut dianalisa berdasarkan gagasan orders of signification milik Barthes. Selain itu, penelitian ini juga menerapkan...
Words: 3643 - Pages: 15
...Article Self-oriented Masculinity: Advertisements and the Changing Culture of the Male Market Journal of Macromarketing 33(2) 160-171 ª The Author(s) 2012 Reprints and permission: sagepub.com/journalsPermissions.nav DOI: 10.1177/0276146712463823 jmk.sagepub.com Blaine J. Branchik1 and Tilottama Ghosh Chowdhury1 Abstract This research chronicles the changes in the understudied and rapidly evolving male market segment using two related studies: (1) a content analysis of advertisements in fifty-one years of Sports Illustrated magazine and (2) an experiment involving age-based differences in consumer ad perceptions. Both investigate changing ad values and the ethnic diversity of ad models. Results indicate that the male market is becoming increasingly self-oriented in its values orientation as a result of broad societal changes and changing gender roles. Increasing use of black or African American models in key positions indicates a growing acceptance of minorities as representations of the ideal self among younger men, who express a preference for black or African American models. This finding speaks to the increasingly multicultural nature of society and the impact of minority celebrities on American culture. The results are indicative of the power of advertising in both reflecting and facilitating societal change. Keywords advertising, male market, societal change, ethnicity, gender, culture, macromarketing Introduction American men, as a cultural...
Words: 10179 - Pages: 41
...PHSE 206: Sociology of sport Essay 2B: Media representation of sport and its connection on societal power. Sean Masters 9066415 DUE: Friday 3rd October, 2014. WORD COUNT: 1508 Society comes in many different forms. Individuals of society attempt to be seen as being more successful, powerful and dominant over others. This is closely followed with how sport is perceived, played and based around. A competitive nature to out think your opponent to attain glory as an individual, as a team or as a country. The popularity of the sporting culture and the impact it has on our lives, gives responsibility for the new sporting era with experiencing and filtering sport through media. Giving another whole diverse range of how we perceive not only sport but athletes and teams competing. Modern era sporting and recreational activities are important in the New Zealand sporting society. As young adolescents grow up building the basic fundamentals associated with sport and continue to do this as they get older. In the active New Zealand survey, key findings released that in 2007/2008 79% of New Zealanders once per week were physically active (NZ, 2008). New Zealand have always had a high abundance in individuals participating in sport, that can contribute to the significant creation of the media- sports complex in New Zealand (Falcous, 2005). For example, back in the 1970’S technology in media sport was just beginning but already a crucial component in broadcasting...
Words: 1717 - Pages: 7
...Media: Mirror of Society Everywhere in the world, society keeps evolving and changing. The thoughts, mindsets, and ideas of cultures all over the world are constantly changing due to the influences of what they see. The media has always had a role in the construction of an individual’s body image and ideal self. In the article “How does the media influence our thoughts on body image?” Kayhan, Baig, Mehmi and Basra argue that during the early 20th century the ideal, beautiful woman was 5’4 tall and about 140 pounds with a small mid-section; yet, for some if not most women, in order to achieve a small waist they would be put into a Victorian hourglass corset, which shrunk the woman’s waist to a much smaller size, we still see these tactics used by today’s women. This issue isn’t only occurring in the United States, it is a worldwide problem that continues to grow. The media uses the social elite, such as athletes and actresses, to advertise products and goods; the use of these models can have significant outcomes, both negative and positive, on individuals in our society. The positive being that viewers of these magazines that advertise skinny models and fit athletes may be influenced to change their lifestyle from unhealthy to healthy. The negative being that viewer’s want to take the quickest and easiest ways in order to achieve results, which can lead to dangerous side effects and habits. So the question is, is it even worth it to try to look perfect if dangerous methods...
Words: 2036 - Pages: 9
...of the message, although we cannot escape the reality in our mind constructively what the meaning is all about. It could only be examined by our mind functioning within objectivity of signs and symbols. However, it is like a musical cords that needs connections to produce meanings. While words are signs of a meaning all the meanings of signs and colours used in this advert attract the minds of the people, the minds of the people are strongly referred to as the consumer audiences. In the advert proper, a visual compelling message is represented, promoted and shared by relationship. Because the media is a social market where you can sell the audiences, like the representation in the picture and the products as well. The media is producing culture in society; this media culture is a market in body image representation. The models are happy in what they are doing and perhaps, because they were paid by the firms. According to Gerbner, in media cultivation theory, ‘the media maintains and propagates the same cultures...
Words: 1420 - Pages: 6
...which was uncommon of women during the Elizabethan Era. Women of this time (circa AD 1000) were not very influential and did not normally have meaningful input. Despite this social convention, Lady Macbeth is an unparalleled character Shakespeare creates to entertain his audience. Lady Macbeth’s passionate desire and ambition to murder Duncan in order to gain power is a characteristic developed by Shakespeare not seen in her historical counterparts. After learning of the prophecy telling that Macbeth will become King of Scotland, Lady Macbeth ferociously pushes Macbeth to murder Duncan and cleverly uses her words to manipulate Macbeth into action “through a meticulous process of cruel and piercing emasculation, purposefully designed to attack his warrior status” (Ancona and Thompson). This exemplifies how...
Words: 624 - Pages: 3
...Semiotic analysis of gender in advertising * * The Purpose of this paper is to write a semiotic analysis of the advertisement ' Kylie Minogue, ‘Inverse for men', that addresses the representation of gender. That is, how is femininity and masculinity is “constructed” within the advertisement? The advertisement was taken from a press release for this fragrance on sofeminine.co.uk, within the 'Him' section. SoFeminine.co.uk is a top UK website for women it is typically aimed at a target audience of ‘today’s busy women as they search the site for lifestyle information’ (http://www.sofeminine.co.uk/). My analysis of this advertisement will look at the key signifiers and what they are signifying, the denotation and connation’s in the advertisement and the technical codes – photographic imagery, in the visual image and how they represent and reinforce gender stereotypes. In the advertisement one female stands between two males. One of the males is fully clothed and stares into the camera the other male is semi nude. The Female in the picture stands with her back to the clothed male. Her arm is around the shoulder of the semi nude male, the other arm loops on top of the semi nude models arm that is reaching down her thigh. This denotative analysis is based on what is actually in the picture, “'denotation' tends to be described as the definitional, 'literal', 'obvious' or 'commonsense' meaning of a sign” (Chandler, Daniel (1994)). Given this is, it is important...
Words: 1065 - Pages: 5
...Smells like Advertisement Advertisements are a hooking device for many people. They manipulated their intending audience into purchasing products that most people do not need but are convinced otherwise. In this case, both advertisements are similar in product but differ in the audience that is being targeted and in the method they approach or lure the intended audience. Many woman and men buy all types of perfumes in order to attract a suitor. Since the sense of smell is the strongest of all our senses, it triggers our memories and makes people unforgettable and associated with a particular smell. Men’s colognes attempt to replicate a musky smell, while women are usually sweet smelling like a fruit or flower. These colognes and perfumes come in wide varieties of smells and brands and thus are very competitive in the advertisement field to capture the attention of their potential customers. The first one is the “Promesse” advertisement about a French perfume. The advertisement is composed of a young couple in a warm embrace. However, they seem to be separated by a small barrier as they lean forward their lower bodies are as far away from each other as possible. It seems that the simple and almost unnoticeable barrier diminishes the potential sexual scene and reduces it to an innocent encounter between a man and a woman. The man is dressed is a black suit, juxtaposing the white dress of his counterpart. His profile and joyful expression on his face mirrors the one of...
Words: 987 - Pages: 4
...One in two Filipino women are users of skin whitening products. This is what marketing research company Synovate claimed in 2004 (Spickard and Rondilla 79). Ten years later, a documentary entitled ‘Dark Girls’ came out with interviews from dark skinned people of different ages, talking about the pursuit for lighter skin. One interviewee gave his opinion on African women’s desire for lighter complexion, going on to say: […] most of the women wants [sic] to have, cause what they see on TV over there, lighter skinned women with nice hair and all of that stuff-so some of them want, want to be like that, so that’s why, some of them bleach their skin, cause they think the lighter their skin is, the [more] chances they have to actually one day be on TV, or get noticed by people, so they think bleaching their skin or lighter skin, is much, much better than dark skin. (Duke and Chansin) The issue being described is not only present among those belonging to African-American community (Herring 3), but the Filipino, and general Asian community as well (Dychiu 87). Given this, mass media should use its influence to help lessen instead of perpetuate occurrences of colorism in Philippine society. In order to have a clearer understanding of mass media, it must first be defined. By definition, a medium is a form of disemminating knowledge, and a mass is a large amount of people. Put together, mass media is a term that covers different forms of communicating knowledge and information to...
Words: 2684 - Pages: 11
...that: “Stereotype is a preconceived, oversimplified, exaggerated, and often demeaning assumption of the characteristics possessed by an individual due to his or her membership in a specific group. [It] usually functions to deny individuals respect or legitimacy based on their membership in that group. They are the hardest to dislodge in situations where a dominant group desires to keep another group subordinate”. The purpose of this essay is to generate an understanding of how gender roles are shaped and defined in society due to an overwhelming amount of stereotyping and the influence of the mass media that has left an undeniable impact on our everyday life. When talking about gender, we are referring to “culturally learned notions of masculinity and femininity” (Tepperman et al., 2007, p. 187). As noted by Tepperman (2007), “From a social standpoint, gender is the social enactment of a biological difference.” The result of this is males are treated as men because they play masculine roles, and females are treated as women because they play feminine roles. Gender roles on the other hand, are “learned patterns of behaviour that a society expects of men or women, and they are a widespread aspect of social life” (Tepperman et al., 2007, p. 187). Hence, there are qualities of men and women that society will expect distinctly from one gender or the other. For example, in most culture men have assumed less of a nurturing...
Words: 2783 - Pages: 12
...How Society Works – Lecture Notes Sep, 11, 2012 Introduction to Classical Social theory * “Theories in sociology are abstract, general ideas that help organize and make sense of the social world” (attempt to link idea’s with actual events) * Classical social theory (1840s – 1920s) – The enlightenment, political revolution (American revolution, French revolution), the industrial revolution * American and French revolution inspired more widespread adoption of democratic principle and rights of citizens * Industrial revolution caused dramatic, rapid urbanization, changes in family relations, gender relations, increased secularization * Classical social theorist and macro and micro theorists – macro are interested are in social theory that can explain huge social phenomenon’s (past and future), micro are interested in smaller scale phenomenon’s * Emile Durkheim was a positivist, saw society as analogous to a body, concerned with social solidarity, and developed the idea of the ‘social fact’ * Social Solidarity: division of labour Organic: present in modern societies, high dynamic density, high degree of labour specialization (works like a human body, everything works together with high specialization) Mechanical: present in traditional societies, low dynamic density , low degree of labour specialization (works like gears, works together to complete society) * Similarities of Social Solidarity: Conscience collective similar ideas...
Words: 7026 - Pages: 29
...school mascots. By allowing these mascots to be named after a society and heritage, it encourages those who don’t understand the culture to make assumptions about them. These assumptions harm a person’s well-being. For one, the person that is assuming is now ignorant of the true heritage associated with American Indians. Secondly, the people they assume these facts about are put in an uncomfortable situation and most likely offended by the notions assumed about them. Furthermore, Hoffman (2005) goes on to describe that: The practice of using American Indian mascots and nicknames does affect everyone who attends schools where these teams play by witnessing these racist acts, and it perpetuates negative stereotypes in the wider community through attendance at games, sports reporting, and televising of games. (p. 168) This proves that not only do these stereotypes against a certain culture directly affect them, but it also affects everyone associated with the sporting event and school. It is important to discuss how “according to those who oppose [mascots], however, the mascots give life to racial stereotypes, as well as revivify historical patterns of appropriation and oppression” (Pewewardy, 2004, p. 180). It is not healthy for a member of the American Indian tribes to remember the pain they endured not too long ago. The effect of discrimination on their culture left a huge imprint that will possibly last until the end of time. Oppression is a common theme throughout America’s...
Words: 1647 - Pages: 7
